Assumptions

Google search for “Independent Bars In Manchester”

Competitors come up first – Other independent bars, specifically in the Northern Quarter. This could result in the target audience choosing to go here instead of the Independent Bars available at Hatch as they will go to the ones at the top of the search result.

May spell differently – When searching for Manchester they may spell it differently. For instance: MCR, Manc etc. This would then result in us not getting our correct target audience as our search engine optimisation is not meeting what the target audience is searching.

Targets people from and also just visiting Manchester – This is an effective way of getting the correct audience of people looking for Independent bars whilst ensuring that they are from or may be visiting Manchester. By using Geographical segmentation it makes the search more effective as the correct audience is then informed of where they can find Independent Bars, specifically at Hatch.

Has related queries that could still bring up Hatch – When using this target audience related queries such as “cool bars in Manchester” and “Cocktail bars in Manchester” can still relate to Hatch and result in the target audience attending here. It also further proves how this may be the correct target audience as the people who search this also search similar things that Hatch can provide.

Specific For Independent Bars – This is a major advantage as not is it only focusing on a Geographical segmentation it is also ensuring that the people who are searching for this are interested in the independent bars on offer, rather than just bars in general.

#ManchesterBars

Not specific to Independent Bars – Due to the hashtag just being #ManchesterBars it is not guaranteed that the searcher is looking for an independent, more niche bar. This could result in a lot of people bypassing the bars at Hatch and looking more into the bigger bars that Manchester has such as Slug and Lettuce etc.

17.4k Posts shows popularity of the hashtag – This is a major advantage as the hashtag already has a good amount of following. This proves the interest in Manchester bars therefore this could be a good option for Hatch to choose their target audience.

Craft Ale Facebook

Craft Ale Drinkers Recommend to Friends and Family – Due to many craft ale drinkers choosing specific ones based off recommendations, it is safe to assume this is the same for the bars. Bars within Hatch have their brews such as Öl who is renowned as a ‘cask master’ by the Guardian therefore in order to get it they must visit Hatch.

Doesn’t bring in other drinkers – By using this target audience it may not effectively target the customers who are interested in other drinks such as cocktails, whiskey etc. This may negatively impact how many people actually come and may not be a good target audience.

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‘Cool’ posts which Instagram is known for – Instagram has always been viewed as an image sharing site. This means that when people post they want it to often be aesthetically pleasing, by focusing on Instagram users as a target audience the Independent bars can provide the audience with opportunities to take pictures to upload and share on their own site.

Same accounts commenting, no new conversion – If it is consistently the same accounts engaging with a business this is good retention however is not proof of conversion of new consumers.

May influence friends to sign up for Newsletter – if they regularly attend bar events with their friends then it may also spread via word of mouth to them to also begin the customer journey and sign up for the newsletter

Only minority have interest – Due to the hashtag not being specific for independent bars people who engage may be interested in bars such as Slug and Lettuce etc rather than more niche ones available at Hatch.

Too specific towards craft Ale drinkers – The Facebook group is only for craft ales, not independent bars. The members in it may not actually be interested in some of the Bars at Hatch as they focus on cocktails etc rather than craft ales.

Customer unfollows and unsubscribes from Newsletter – If the customer unfollows and unsubscribes then they are lost. There is no way to contact this customer and they have chose themselves to no longer be interested in the Independent bars